The Top 20 Purpose-Driven Brands

Branding — Wed., Jun. 22, 2022 According to recent research from StrawberryFrog and Dynata, Americans view Seventh Generation, TOMS, Zoom, Allbirds, and AbbVie as the most purpose-driven brands. In a survey conducted in April 2022 among more than 5,500 people in the United States, respondents ranked 200 brands in four areas: higher purpose beyond profits, improving people's lives, bettering society, and changing the world. Ten of the top 20 brands on the list were newcomers, such as Burt's Bees, Wegmans, and Google.

Senior managers are much more likely than other employees to say their firm has a higher purpose that motivates them to come to work. They are more likely to understand their company's purpose, to say that their firm actively and authentically communicates it, and to report that their firm has taken actions to demonstrate that it is genuine in fulfilling its higher purpose.

The research shows the importance of clarity, communication, and activation in order to have a strong sense of brand purpose. It is necessary for senior managers to understand and communicate the brand's purpose in order to ensure that it is genuine and meaningful to employees at all levels.

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